Friday, June 24, 2011

Carlton the "cat" wants you to replace the phrase "that's awesome" with "that's vaginal." *shakes head* How this will sell douche, fuck if I know. Note: next time, get a cat puppet that actually looks like a cat. Previously in: VaginaVertising.

15 Comments:

What a waste of time and money. Though the line "cunning lingua franca" isn't bad.

This reminds me, strangely, of a theory of mine regarding gynecologists. When does a man decide to become a gynecologist? In his late teens to early twenties, in college most likely. He is an undersexed, very smart person who just wants to see some pussy, damnit! Likewise, I think the writers of this stupid Carlton the Cat bit are serial masturbaters.

It looks like the ad agency hoped to do something "viral" or a digital shop was charged with an ad assignment. Either way, it shows ad agencies should not be doing digital work, and digital agencies should not be doing conceptual work.

It’s actually pretty funny. Summer’s Eve dumped Euro RSCG a while ago, so it’s not clear who handles their shit now. The last time I heard from Summer’s Eve, they were taking heat for the promotion encouraging women to douche in order to move ahead at work.

http://tinyurl.com/63smhg5

This cat garbage looks so desperate for Summer’s Eve. They went from really terrible ads to offensive ads to this attempt to be oh-so-hip. Pathetic.

I think this video is a great move. Summer's Eve's problem is most women are satisfied with using body wash alone. Their product is a non-necessity, and they are competing massive brands like Dove and Neutrogena. Simply pushing product would be like spitting on a forest fire. They needed to attach an intangible to their product, and there's the brilliance. Summer's Eve is celebrating the vagina and invites women to do the same. Like the concept behind Saatchi and Saatchi's lovemarks, after seeing the video a women who buys their product will be buying not only the product, but the idea behind the product, in this case celebrating their anatomy. What does any women want more than to feel like she is enough? Sure, selling product is the main objective in advertising, but to have any kind of long-term effectiveness at selling a brand needs to have a positive relationship with their target audience. This campaign is an investment.

"a brand needs to have a positive relationship with their target audience. This campaign is an investment."

Are you serious?!? So you are saying they succeeded in building a positive relationship with their TA via this spot. Time will tell. I think they failed miserably. I have no issue with them promoting the awesomeness of the vagina but not in this ridiculous manner. What Mooncup did was much better and far more entertaining.

@Emily. I visited your site. Sitting next to this video you've embedded an interview with the guy who sculpted Wall of Vagina. If "Celebrating the Vagina" was the goal of Summer's Eve, they might've went about it with something like that. The idea is fine, the execution is backfiring. But they've doubled-down it seems; they've gone full-on silly with their "Hail to the V" website and the sideways talking hand puppet representing a vagina. You say "They needed to attach an intangible to their product" and so they chose Carlton the Pussy? I'm not getting it.

It won't sell me more douches (unhealthy product), but it did cause me to reedit one of my vlog entries to submit as vaginal media (per their request: they are accepting submissions of crowdsourced vaginal (read: awesome/epic) media). http://www.youtube.com/watch?v=5et_rTo5Y5U

@Emily,Your defense only verifies the awfulness of the Summer's Eve campaign. And if you really hope to pursue a career in advertising, you need to learn the difference between relevance and asinine creatives jerking off with delusions of winning awards.